Intersport in licensing deal with Uefa Euro

MUMBAI: As was the case for the Uefa Euro 2008 soccer tourney, Intersport will be the Official Sports Shop of Licensed Products also at the Uefa Euro 2012 and 2016, following a signed agreement with Uefa and Adidas.

In more than 800 Intersport stores in over 20 countries, the company will install dedicated Uefa Euro areas. Furthermore, Intersport will be operating onsite sales in the stadia and Fan Zones exclusively.
The deal covers 20 European countries, including the respective host countries of Poland and Ukraine in 2012 and France in 2016. In addition, Intersport will exclusively operate the on-site sales of licensed products at the Uefa Euro 2012 and Uefa Euro 2016 stadia and the official Uefa Fan Zones.

As the Official Sports Shop of licensed products, Intersport will offer products in 800 stores across Europe during the event phase. Each store will have a dedicated area for selling the licensed products range. The first product range will be available in the host cities 18 months prior to the event.
Intersport International CEO Franz Julen says, "Football is and remains a key category of almost every Intersport store. The co-operation with Uefa and Adidas enables us to further differentiate from the competition and to continue strengthening our position as the world‘s biggest football retailer. Our distribution in 39 countries and dedicated sales areas in the stores will assist in marketing the Uefa Euro licensed products worldwide and to further promote the events. The onsite sales in the stadia will be of an outstanding quality as for the Uefa Euro 2008."
Adidas chief sales officer Roland Auschel is seeing the close partnership with Intersport as a platform to achieve the set goals. "We are pleased to further intensify our strong collaboration with Intersport after a highly successful collaboration around the 2010 Fifa World Cup and Uefa Euro 2008. Adidas is the global market leader in the football category and Intersport with its wide reach and high competence is the right retail partner for us to successfully market our exciting innovations around the upcoming Uefa Euro 2012 and 2016," says Auschel.

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